The Impact of Sensation Seeking and Cultural Orientation on the Effects of Fear Appeal Messages
Thursday, October 30 at 10:00 AM CDT
This study was an effort to understand how the personality trait of sensation seeking, the cultural dimension of individualism and collectivism, and threat type (physical appeal vs. social appeal) affect the risk perceptions of college students with regards to gonorrhea infection. The above was accomplished using a 2 (HSS vs. LSS) X 2 (physical vs. social threat) X 2 (individualism vs. collectivism) X 2 (within-subject pretest vs. post-test) mixed repeated measures design conducted in four countries – Malaysia, Singapore, U.S. and England.
Program Presenter: Wai Hsien Cheah, Ph.D. is a health and intercultural communication scholar. He received his Ph.D. in health communication from the University of Kentucky in 2004. He specializes in health and public communication campaign design and evaluation.